The purpose with this study is to enlighten and discuss the information and communication which is spreading through Social Media, about the tourist operators and also to examine the operators view on Social Media. Social Media can be described as a tool to use word of mouth on the Internet. To make this possible, five actors involved in tourism were picked on Gotland and interviewed for a content analysis. The results showed that the use of Social Media as an information channel before the consumer buys a trip, has increased. The study also shows that the selected actors have a lot of work to do, before they understand how to use the Social Media in their best interest for further developing their companies.

Title:Social Media as a tool for organizational learningAuthor:David Chaaya & Filip FischerSupervisor:Stig Sörling & Tomas KällqvistBackground:People have always used different ways of communicating. Communication hasa vital role in organizations for control when management and employees are communicatingand interacting with each other to spread individual learning. Thru this contact, individuallearning can develop into organizational learning, which will benefit the whole organization.The most modern tool of communication is Social Media such as Facebook, Twitter andYoutube. The potential of these Social Media is disputed in society, but more and moreorganizations are using these kinds of media for communication.Aim:The purpose of this study is to illustrate how Social Media is used to control withinorganizations and also to create understanding how significant Social Media are fororganizational learning.Method:The method of this study originates from the ?aktörssynsätt? and is influenced byhermeneutics.

Social Media has changed the way that corporations can communicate with their target groups. Instead of using one?way communications that has been significant for traditional massmarketing, Social Media has given corporations the possibility to truly interact with their clients and through the interaction build strong relationships. The interaction is an ideal process for corporations to create brand associations and strengthen their brand equity to position their brands in the minds of the consumers. But Social Media is also a devious medium because everyone are invited to contribute their opinion and news travel fast in social atmosphere, success and crisis can appear fast and out ofnowhere.

ABSTRACTElin Johansson, Hanna Johansson, Camilla Nilsson Say something interesting! A qualitative study of marketing communication on Facebook                               Pages: 36With the emergence of Social Media, new ways has been created for companies to reach out to its audience. From being dependent on journalists to provide information, companies today have the ability to self-publish information in the open media channels. The use of Social Media should not replace traditional marketing communication though, but works best as a complement. It is a new environment that requires the company to adapt its working methods. Although the work is different, it is important that companies see Social Media as part of the overall marketing communication and not as a separate project. The purpose of this paper is to study recipient?s experience of company?s communications in Social Media. We have chosen to relate this to the instructions on methods of marketing communication and Social Media marketing as found in literature on the subject. This is to examine whether firms achieve the desired effect of the methods that are considered most appropriate. Does the message reach out? The focus of this study is marketing communication in the Social Media Facebook. The study consists of qualitative interviews to illuminate the recipients' views and experiences, as well as a literature study from the theoretical perspective of the sender of marketing communication in Social Media. The results showed that business as well as audience must interact in a functional relationship in Social Media. Companies should be more like the customer they are trying to reach. If companies choose to expose themselves in Social Media, time must be given to this, which is what the audience expects. Key words: Marketing communication, Social Media, Social Media marketing, Facebook, recipients, sender.

?Facebook has become as natural as having a phone? The use of Social Media in three libraries in the Umeå region ? an evaluationSocial Media has come to be an integral part of people?s everyday life, as well as the business world in terms of communication and marketing. More and more libraries also embark in the use of Social Media, and the purpose of this study is to evaluate the use of Social Media in three libraries in the Umeå region. The libraries all use Facebook as their current, primary Social Media. Thus this study focuses partly on the analysis of the content on each library?s Facebook page, and partly on the experiences of the responsible librarians. The evaluation is based on a mix of existing tools in evaluating Social Media that are relevant in a library context.

Social Media seem to offer a great possibility for environmental non-profit organizations to communicate with their members and audience, if the organization aims to build and maintain a relationship to the users of Social Media. This essay has examined how three environmental non-profil organizations are communicating in Social Media. To create an understanding of the organization?s communication strategies a netnographic approach was implemented..

The evolution of the media landscape and the introduction of Social Media have increased thenumber of communication channels tremendously during the last decade. These new channels have also made an impact on the information control, which has shifted focus from organisations to consumers. In order to communicate one coherent image in the numerous existing channels, organisations need to create strategies that take this into account and makes sure the same messages are communicated through all channels. One way to do this is to use integrated marketing communication (IMC). Since the Social Media is a relatively new phenomenon, there is no clear way of how to include Social Media into an IMC strategy.

Purpose: The purpose of the essay is; to explain and clarify how the company is acting to lead members in Social Media to achieve valuable external communication. The authors believe that it is important to act with credibility and quality in Social Media, to accomplish long lasting relationships. When employees communicate with consumers their conduct is relevant to the company's credibility.Methodology: An inductive approach has been used for the empirical data collection since the authors have been studying the reality without existing theories. A qualitative research method has been used for collecting the empirical material. Primary data was collected from telephone interviews with seven companies, active in Social Media.Conclusions: The study shows that the power of employees? can be used when designing strategies for Social Media.

Purpose: The purpose of this essay is to describe the Social Media usage of five European official national tourism organizations (NTO). The essay proceeds to discuss and evaluate the findings, whilst reflecting on the advantages of Social Media usage from the point of view of an official national tourism organization.Method: The authors used three different methods of research: one structured observation to study the national tourism organizations? everyday work in Social Media, one field stimulation to study if and how different NTO respond if a prospective visitor makes them a direct question via Social Media and finally an email interview to gain insight into NTO?s underlying strategies and policies about Social Media usage.Theoretical framework: The theories that have been used in this paper include the Uses and gratifications model, theories of one-way and multi-way communication, theories of Social Media and relationship marketing.Conclusion: By making use of Social Media the company releases some of its control to the customers as the latter can express their opinions freely in this type of media. One of the advantages of Social Media is that the platform favors dialogue and feedback. Social Media can be used for traditional one-way communication, but works best as a supplement to the regular marketing activities, allowing the activities on Social Media platforms to focus on branding and building long-term customer relationships.

AbstractTitle: Communications through Social Media ? new challenges for organizations Kommunikation i sociala medier ? nya utmaningar för organisationerAuthor: Jenny Lilius Location: University of Kalmar Language: Swedish Number of pages: 46 (62 including appendix) Level: BA Thesis in media and Communications StudiesAim: The main purpose of this thesis was to explore what kind of challenges organizations face when communicating through Social Media. Because Social Media is a new phenomenon the thesis also examined how organizations active in Sweden today looks upon, defines, monitoring what is said about them and uses Social Media today.Method: The thesis was based upon the qualitative gathering of empirical facts. Through deep interviews with five organizations and literature studies the author was able to gather the results.Theories The analysis is primarily based upon theories about organizational communications such as PR, Rogers?s diffusions of innovations and the marketing mix.

Social Media, with its immense and continuous flow of information, has in recent years growntremendously in terms of users and content. This increase has led companies and organizations keen to be seen within these channels of communication, but do they always have a clear idea of how andwhy, and are they aware of the risks that are associated with it? Current research on Social Media is somewhat divided in two. The debate concerns, among other things, what value the information on Social Media has, and whether the media is really a good communication channel or not. This raises several questions, for example can a company really afford to remain outside of Social Media with allthe information it generates? This research aims at answering these questions in order to further understand how organizations discuss Social Media presence and strategies.

Purpose: The purpose of this essay is to describe the Social Media usage of five European official national tourism organizations (NTO). The essay proceeds to discuss and evaluate the findings, whilst reflecting on the advantages of Social Media usage from the point of view of an official national tourism organization.Method: The authors used three different methods of research: one structured observation to study the national tourism organizations? everyday work in Social Media, one field stimulation to study if and how different NTO respond if a prospective visitor makes them a direct question via Social Media and finally an email interview to gain insight into NTO?s underlying strategies and policies about Social Media usage.Theoretical framework: The theories that have been used in this paper include the Uses and gratifications model, theories of one-way and multi-way communication, theories of Social Media and relationship marketing.Conclusion: By making use of Social Media the company releases some of its control to the customers as the latter can express their opinions freely in this type of media. One of the advantages of Social Media is that the platform favors dialogue and feedback. Social Media can be used for traditional one-way communication, but works best as a supplement to the regular marketing activities, allowing the activities on Social Media platforms to focus on branding and building long-term customer relationships.

Purpose: The purpose of this essay is to describe the Social Media usage of five European official national tourism organizations (NTO). The essay proceeds to discuss and evaluate the findings, whilst reflecting on the advantages of Social Media usage from the point of view of an official national tourism organization.Method: The authors used three different methods of research: one structured observation to study the national tourism organizations? everyday work in Social Media, one field stimulation to study if and how different NTO respond if a prospective visitor makes them a direct question via Social Media and finally an email interview to gain insight into NTO?s underlying strategies and policies about Social Media usage.Theoretical framework: The theories that have been used in this paper include the Uses and gratifications model, theories of one-way and multi-way communication, theories of Social Media and relationship marketing.Conclusion: By making use of Social Media the company releases some of its control to the customers as the latter can express their opinions freely in this type of media. One of the advantages of Social Media is that the platform favors dialogue and feedback. Social Media can be used for traditional one-way communication, but works best as a supplement to the regular marketing activities, allowing the activities on Social Media platforms to focus on branding and building long-term customer relationships.

Through earlier research it has been established that more and more readers are turning to Social Media in their search for everyday news. In this report we zoom in on news concerning football and try to find out how readers reason in picking their sources, whether it is social, online or traditional media. By interviewing a group of six, all interested in football and active within Social Media, we have seen that allthough Social Media is becoming a major influence in news reporting, it does not seem to be competing with traditional online media. Instead the two are offering the readers very different things all together, and theese differences are what we try to show in this report. Our hope is that the research in sport journalism can be translated in to all kinds of areas and be an indication on how journalism and our society is evolving online..

The purpose of this bachelor thesis is to examine how public libraries use socialmedia for marketing purposes, and what librarians think about this. My focus of this thesislies on what librarians think about marketing of libraries through Social Media and if theythink that marketing through Social Media can create a better relationship between the libraryand its users. The questions I wanted to answer were:? Libraries using Social Media, for what purpose do they use them? ? Do the libraries choose to use Social Media to market their organization? Why? ? What attitudes exist among librarians about marketing through Social Media?The theoretical framework for this thesis is Evert Gummessons model off Relationshipmarketing and the process of Internet marketing, which both are based on relationalperspective. The methodology used for this study was structured interviews.